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2015
CGA .
7%
9%
Every Day
44%
41%
Once a month
Neither
Both
13%
17%
Smartphone
25%
Tablet
45%
39% 28%
41%
27%
70%
100
22%
75
50
25
25
50
75
100
Characters I like
69%
22%
ALONE
WITH FRIENDS
09%
WITH PARENTS
GIRLS choices for favorite apps largely mirror the overall list, but the ranking of each app
is slightly varied. The top app among girls is Candy Crush Saga, regardless of the device
that they are using. This app is followed by Angry Birds, pushing Minecraft down to the third
position. Girls top apps also include Subway Surfers, WATCH Disney Channel, Temple Run
2, and Trivia Crack. The majority play by themselves.
Girls list of favorite apps also includes Subway Surfers, WATCH
Disney Channel, Temple Run 2, and Trivia Crack.
Girls Favorite
Apps
5.6%
MINECRAFT
8.5%
16.3%
ABCMOUSE.COM
6.1%
3.0%
CLASH OF CLANS
0.7%
6.4%
BOYS choices for favorite apps are topped by Minecraft and Angry Birds. It seems that
boys may have a favorite app depending which device they are using, since tablets are the
preferred platform for Minecraft, and smartphones are top choice for Angry Birds. Boys
top apps also include Clash of Clans, Grand Theft Auto: San Andreas, Bible for Kids, Boom
Beach, and Despicable Me: Minion Rush. As with girls, the majority of boys still primarily play
their favorite app by themselves.
Boys list of favorite apps also includes Clash of Clans, Grand Theft Auto: San
Andreas, Bible for Kids, Boom Beach, and Despicable Me: Minion Rush.
16.3% Minecraft
10.3% Angry Birds
6.2% Clash of Clans
5.6% Candy Crush Saga
4.2% Angry Birds Star Wars
Boys Favorite
Apps
The main reason that both girls and boys provided for their selection of their favorite app is that
they are really good at it. Both genders also enjoy games that are exciting, challenging, involve
characters that they like, and allow them to use their imagination. Girls are 30% more likely than
boys to prefer apps because they make them laugh. Not surprisingly then, girls are also slightly
more likely than boys to point to fun as an important app feature, though they are also more
likely to value apps that help them learn.
REASONS FOR CHILDRENS SELECTIONS OF FAVORITE APPS
41%
Im really good at it
38% 38%
Its challenging
28%
30%
22% 28%
It makes me laugh
21%
I learn things
25%
86%
16% 22%
9%
11%
18%
21%
32%
41%
38%
22%
42%
39%
32%
27%
19%
20%
75%
Characters I like
A lot of content so I dont get bored
30%
24%
23%
43%
45%
42%
24%
39%
36%
11%
15%
11%
37%
20%
16%
32%
26%
34%
21%
44%
Puzzles
43%
Action games
Ideas for activities to do offline
Quizzes
As with the overall favorite apps, both Minecraft and Angry Birds topped the list for 6- to
11-year-old children. However, 6- to 8-year-olds also included Bible for Kids and Frozen:
Storybook Deluxe on their list of favorites, while 9- to 11-year-olds included Crossy Road and
Fruit Ninja. Unlike these two younger age groups, Candy Crush Saga topped the list for 12- to
14-year-olds favorite apps. Their list also included Clash of Clans, Trivia Crack, Grand Theft Auto:
San Andreas, and Big Hero 6: Baymax Blast.
CHILDRENS FAVORITE APPS, BY AGE
6- TO 9-YEAR-OLDS
9- TO 11-YEAR-OLDS
12- TO 14-YEAR-OLDS
12.0%
14.0%
12.6%
10.3%
10.1%
10.3%
9.8%
7.4%
9.7%
6.1%
4.7%
7.9%
3.9%
3.1%
3.9%
Minecraft
Minecraft
Angry Birds
Angry Birds
ABCmouse.com
Crossy Road
6 to 8
12 to 14
41%
32%
25%
14%
9%
TABLETS
10%
LAPTOP
28%
21%
16%
9%
CONSOLE
3% 1%
CHILDRENS
TABLET
17% 17%
9% 10%
12%
6%
SMARTPHONE
DESKTOP
64%
9 to 11
12 to 14
25%
23%
ITS CHALLENGING
33%
38%
45%
IT MAKES ME LAUGH
25%
30%
20%
22%
20%
19%
16%
20%
17%
12%
19%
10%
13%
73%
9 to 11
70%
12 to 14
64%
15%
ALONE
22%
29%
12%
WITH FRIENDS
9%
7%
WITH PARENTS
Young childrens focus on a character-driven gaming experience may help to explain why they are
less interested in a social component to gaming. Not only are younger children the most likely age
group to report playing their favorite game by themselves, but they also rank features such as an
ability to use an app with other people or communicate with other players in the app much lower
than do older children. It seems that 6- to 8-year-olds are looking for a game that is
self-contained, tablet-friendly, and centers on fun and entertaining characters, while 9- to
14-year-olds would prefer a gaming experience that is challenging, reward-driven, and potentially
includes the opportunity to play with others.
CHOOSING AN APP
HOW CHILDREN HEAR ABOUT NEW APPS
Over half of children say that they hear about new apps from their friends. This is particularly true
as children get older. Children between the ages of 6 and 8, on the other hand, are more likely to
hear about new apps from their parents. Very few children reported that they learned of new
apps from advertisements on television, in magazines, or while playing another game.
Interestingly, however, children of parents with lower incomes or less education are more likely to
say that they have heard of apps because they saw in-game advertisements.
6 to 8
MISSING THIS
LAYOUT!!!
(Choosing an App
1st page)
9 to 11
12 to 14
65%
55%
59%
50%
42%
Overall
37%
32%
27%
30%
28%
26%
21%
19%
20% 21%
17%
12%
14%
11% 11%
11%
9%
13% 12%
4% 4% 3% 4%
FRIENDS
PARENTS
CLASSMATES
ADS DURING
ANOTHER GAME
ADS ON TV
OR COMPUTER
SIBLINGS
TEACHER
OTHER FAMILY
MEMBERS
OTHER
30% 36%
27%
6 to 8
15%
9 to 11
10%
16%
26%
PARENT
21%
CHILD
12 to 14
55% 55%
53% 58%
TOGETHER
Boys
Parents are also 30% more likely to let their sons choose
these apps on their own, compared to their daughters.
This gender disparity seems to imply either that parents
trust boys more than girls to choose appropriate content
or that parents are less concerned about the content to
which their sons are exposed. This latter explanation is
consistent with recent research that found that parents
are more likely to want child-friendly tech for girls and to
value boys platform preferences (PlayScience, 2015).
While these findings indicate that parents are more
protective of their daughters, it also means that boys are
potentially being left to download apps with more
negative content and less educational benefit.
Overall
Girls
30% 30%
29%
PARENT
Overall
15%
17%
13%
CHILD
55%
53%
58%
TOGETHER
CHOOSING AN APP
MOST IMPORTANT CRITERIA FOR PARENTS WHEN CHOOSING AN APP
For parents, the most important consideration when choosing an app for their child is whether
or not it focuses on skills or subjects that they want their child to work on. They also value multiple
types of engagement, which speaks to their desire for replayability, and apps from brands they
trust and/or that their children have played and enjoyed before. Parents of boys, in particular,
prioritize apps that offer multiple forms of engagement, while childrens previous experience
with the app is most important among parents of 12- to 14-year-olds.
21%
17%
12%
11%
app that I know my child will like because they have played it before
8%
8%
7%
app that has great reviews in the App Store or Play Store
6%
5%
3%
Slightly under half of parents said that they spend money on apps, though some parents are
more willing to pay than others. In particular, parents are more likely to purchase a paid app for
boys and younger children. It may be that these parents are more concerned about their children
being exposed to advertisements and so opt for paid apps to avoid this undesirable content.
BY AGE
6 to 8
53%
44%
48%
FREE
9 to 11
56%
12 to 14
BY GENDER
BOYS
53%
47%
PAID
51%
45%
GIRLS
OVERALL
54%
48%
FREE
49%
PAID
52%
EDUCATIONAL FACTOR
PARENTS TOP CRITERIA FOR EDUCATIONAL APPS
According to parents, in order for an app to qualify as educational, it must focus on academic
skills and encourage childrens imagination and creativity. Interestingly, although parents
prioritize the academic focus of this educational definition, very few require that such apps
improve their childs performance in school or on standardized tests. Parents are also much less
concerned about these apps dealing with social skills or helping children feel comfortable with
technology.
These interpretations of educational are generally the same for all parents, though those with
girls are 9% more likely to require that these apps focus on academic skills, compared to parents
of boys. In addition, an apps cultivation of imagination and creativity becomes less important
with child age, while an apps role in childrens school performance becomes slightly more
important as children get older.
GIRLS
BOYS
OVERALL
40%
39%
25%
25%
25%
10%
11%
THE APP HELPS MY CHILD BECOME COMFORTABLE WITH TECHNOLOGY AND COMPUTING SKILLS
11%
9%
10%
9%
9%
6 to 8
12 to 14
9 to 11
3%
2%
OVERALL
38%
37%
39%
23%
27%
25%
12%
10%
11%
THE APP HELPS MY CHILD BECOME COMFORTABLE WITH TECHNOLOGY AND COMPUTING SKILLS
9%
10%
11%
10%
10%
10%
7%
3%
2%
EDUCATIONAL FACTOR
CHILDRENS FAVORITE APPS FOR LEARNING
The inclusion of popular apps suggests that children believe that they can learn from these
gaming experiences and that this educational component may even be a factor in their
preference toward these games.
ABCmouse.com
12.7%
Word Academy
4.1%
Trivia Crack
4.1%
3.6%
3.0%
2.3%
Angry Birds
2.3%
1.8%
Nick Jr.
1.8%
1.7%
BUT
Childrens favorite apps for learning did not really differ by gender. Both boys and girls
rated ABCmouse.com as the top game. However, while boys also listed Angry Birds, Nick
Jr., Geometry Dash, ABC Preschool Playground, and BrainPOP Jr. Movie, girls included
Candy Crush Saga, WATCH Disney Channel, and Fit Brains Trainer.
Similarly, childrens preferences did not change much with age, though 12- to 14-year-olds
ranked Trivia Crack and Word Academy above ABCmouse.com, perhaps because these
games are more challenging and include content more suitable for an older age group. This
explanation may also account for why 6- to 8-year-old children were more likely to list
television channels and programs, including Nick Jr., WATCH Disney Channel, and Super
Why! In addition to the fact that the content of these apps is clearly geared toward a
younger audience, the games also include characters with which children are familiar, which
is an important feature for young children (see pages 2, 4 and 6).
When children were asked to design their own app, the feature that they listed as the most
important was the ability to create their own avatar. Perhaps because children were designing
an app just for them, they valued being able to personalize the gaming experience. Interestingly,
the ability to create their own profile was much lower on the list, suggesting that children were
less interested in the social component that often accompanies such profiles and really just
wanted to immerse themselves in the game.
Children also wanted this app to involve points and rewards, sound effects and music, and
action games. They were less interested in sharing app content on social media, getting ideas for
offline activities, or including quizzes and videos. It seems that when thinking about the ideal app,
children concentrate on the basics and making sure that first and foremost the play is fun,
challenging, and action-packed.
43%
38%
37%
35%
31%
31%
26%
26%
26%
Puzzles
24%
24%
17%
17%
Videos
13%
Quizzes
12%
Although children of both genders and all ages are highly interested in being able to create their own avatar,
only three of the top ten overall playful games include any kind of avatar or picture, and Minecraft is the only
app that actually allows children to customize their players. Subway Surfers allows children to unlock new
characters as they earn points, and Trivia Crack uses players existing Facebook profile pictures. The absence
of this must have among childrens favorite apps suggests that avatar customizability is not required for a
successful app, but it also presents an opportunity for developers to incorporate a unique feature that may
give them an advantage over the competition.
KEY TAKEAWAYS
For those developing playful game apps for children, this report holds many important insights for how best to
create for and appeal to this population, as well as its various subgroups. The top takeaways include:
DIVERSIFY GAMEPLAY
Childrens top apps represented a variety of forms of gaming, including strategy, narrative, action, and trivia.
Similarly, parents place great value on apps that offer multiple types of engagement.
SAN FRANCISCO
SINGAPORE
17 - 19 MAY 2016
18 - 20 JULY 2016
TEL AVIV
AMSTERDAM
19 - 21 OCT 2015
16 - 18 FEB 2016
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Games Association is a critical portion of the success of your company and the industry as a whole. It means that you
and your team have access to cutting-edge educational resources and are connected to thousands of other game
industry professionals, members of the press and service providers around the globe. Learn more at
http://www.cga.global
ABOUT PLAYSCIENCE
PlayScience is an innovation and development company that partners with brands to create and launch new consumer
experiences in play, learning and entertainment. The group catalyzes and creates new ways of playing and learning that
enrich the lives of consumers and their communities, while making a positive impact wherever they go.
www.playsciencelab.com @playscience
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